Insight Paper

How Students View and Use AI in College Search

Insights from a Survey of 5,000+ High School Students

Topic

Marketing and Enrollment

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Nearly half of students now use AI in their college search, and many say it has influenced which schools they consider, remove, or apply to. For enrollment leaders, that shift raises urgent questions about how to communicate effectively in an AI-mediated world.

Based on a national survey of more than 5,000 high school students, this insight paper unpacks how students are using AI as a trusted advisor—and where skepticism and uncertainty still run deep. You’ll gain clear, research-backed direction for adapting your recruitment strategy to meet the expectations of AI-native students while protecting and strengthening your brand.

This insight paper will help enrollment leaders:

Align digital strategy and messaging with how students actually search and decide today
Understand how AI is influencing students’ early discovery and first impressions
Navigate student skepticism toward AI-driven outreach and personalization
Respond to growing uncertainty about AI’s impact on careers and college value

Download the Insight Paper